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Housebuilder Pro is a unique proposition in the world of software, the only end to end new homes management platform, it is unrivalled in its ability to support new home builders. A product that came from a project with a customer, Shingler Homes, it was initially just a system to manage their choices and extras. This grew into the software platform that it is today, a complete solution for the new homes market.
However, it does face competition within what is a highly appealing market to produce products for. These competitors tend to focus on integrating with other platforms to provide the same level of functionality that Housebuilder Pro does. This strategy needed to find a way to articulate the platform’s unique selling points in a concise manner while conveying the breadth and reliability of the platform. To launch into this market and see success would require a multi-faceted approach to marketing that combined traditional B2B marketing and sales practices with the more advanced SaaS stylised digital marketing techniques.
Housebuilder Pro launched in 2018 and now supports the operations of over 50 new home builders across Great Britain and Northern Ireland, with Housebuilder Pro customers signing up for contracts renewals are an important part of the business and as a result re-marketing efforts are vital to the company’s success.
The final pillar to this comprehensive marketing strategy is in re-marketing. The social media audience overlaps with the userbase at points, so it’s important that all content is diverse. Efforts include a special series of user webinars called the ‘Mastery Sessions’ and a weekly email series called the ‘Feature Spotlight’ which provides users with innovative and intelligent ways that they can use the system and get better value from it.
Housebuilder Pro’s marketing as delivered by Shoothill, combines numerous marketing strategies across multiple different platforms to capture different audiences both in direct lead-generation activity and long-term brand building. The Shoothill team create, manage, and optimise these to continue to grow the brand of Housebuilder Pro.
The marketing team works in close collaboration with the sales and support team of Housebuilder Pro, this is to allow marketing and sales efforts to work in conjunction with each other and to establish what matters most to current customers, to identify trending topics to generate new leads.
The target audience is businesses building new homes, more importantly though individuals within the industry who have purchasing decisions and could recommend the platform to individuals who do so within the business.
To achieve the aims and objectives Housebuilder Pro wanted to, the marketing efforts have been across multiple different platforms. With a business-based audience a lot of attention has been paid to Linkedin, to grow the business as a brand. This channel has seen consistent growth, in regards to followers, engagement and click through to other platforms including forms to book demos, subscriptions to email lists and clicks to read articles and information on the Housebuilder Pro website.
This content is designed in conjunction with contemporary sales efforts. Providing weight to key topics that the sales team are discussing with customers at the time both regarding industry concerns and interesting parts of the platform. These marketing efforts help to cultivate leads and accelerate customer conversions. This works across both posting and consistent email marketing.
As a part of these efforts, we’ve established a weekly newsletter. This is called the ‘Housebuilder Pro Market Mastery’ newsletter which specialises in giving important industry news to those working in the sector. Covering everything from economics, the housing market, regulatory changes and the occasional slice of Housebuilder Pro company news. This newsletter has been running every week for over a year and now totals over 1,200 subscribers and achieves open rates of above 50%, making this a powerful tool within the industry.
On top of this we’ve also publicised and hosted a series of webinars to build the brand’s authority, relationships, and generate more leads. These have covered a range of different topics and helped publicise the platform in a range of ways. These have partnered with experts in regulations marking the launch of the Housebuilder Pro app to help with Part L regulations, powerful industry figures from the industry ombudsman New Homes Quality Board. These webinars have seen exceptional results, at their peak over 100 new home builders attended with in excess of 200 attendees. An exceptional outcome that helped build brand reach and reputation through thought leadership and offering exceptional value.
In a traditional B2B marketing approach white papers have been produced as efforts to generate email sign ups touching on the impact of the General Election on the housebuilding industry and housing market. Another white paper published focused on what developers need to know about the New Homes Quality Board.
Housebuilder Pro stands as a comprehensive and unparalleled solution within the new homes management software landscape, offering new home builders an integrated platform that seamlessly manages the entire homebuilding process. Since its inception as a bespoke system for Shingler Homes, the platform has evolved significantly, now catering to over 50 home builders across Great Britain and Northern Ireland. The collaboration between Shoothill and the Housebuilder Pro team has been pivotal in driving its ongoing success, underpinned by effective marketing, robust customer support, and continuous product development.
To maintain and expand its presence in a competitive market, Housebuilder Pro has employed a multifaceted marketing strategy, leveraging platforms such as LinkedIn, email marketing, and thought leadership initiatives including webinars and white papers. This approach has not only strengthened its brand but also established its authority within the industry. By consistently engaging with key stakeholders and adapting its messaging to reflect current industry trends, Housebuilder Pro has built a strong reputation, evidenced by high engagement rates and positive feedback from its growing subscriber base.
Ultimately, Housebuilder Pro’s success is a testament to its ability to adapt, innovate, and provide real value to its customers, making it a trusted partner for new home builders looking for a complete, reliable, and forward-thinking management solution. With a clear focus on customer needs and market dynamics, it is well-positioned to continue its growth and maintain its leadership in the sector.
In this project Shoothill has demonstrated the ability to:
Grow a brand and business from 0 to industry leader
Run multi-year marketing campaigns that drive an industry forward
Consistently produce content that engages the target audience, driving growth and conversions
Create marketing materials to support sales objectives
Combine new digital marketing methods with a traditional B2B approach
